Resort Country Clubs - The Perfect Blend for The New Second Home

A Note from John Meeske, CRB Director

One of my mentors in the world of resorts is Bob Dedman, founder of ClubCorp. In the mid 1980's, I was given the privilege of selling two resorts, Shanty Creek and Schuss Mountain, both in Michigan, to Mr. Dedman's company, at that time called Club Corporation of America. Mr. Dedman was new to the resort field and wanted to learn everything he could about the resort business and apply his 25 years of experience in the country club business to the resort segment of the hospitality industry. After his purchase, Mr. Dedman asked my partner, Jerry Auger, and I what the buildings were that overlooked his new golf course. We told him that the buildings were condominiums and they were selling for $100,000 to $350,000 each. Mr. Dedman disagreed with Jerry and I and stated that they were NOT condominiums, but in fact were "giant resort club memberships with sleeping benefits".

Mr. Dedman went on to say that he was proud of our team for selling memberships at such a high price. Although it took me awhile to understand his perspective, I soon realized that Mr. Dedman was correct. Our clients were, in fact, purchasing a membership to our "resort club". The benefits of membership in our resort simply included their own permanent sleeping quarters and other amenities - the same process, although much more convenient, that people engage in when attending events at country clubs and booking hotel rooms on-site.

Since that moment, and during the five years I worked for ClubCorp, I have been waiting for the moment this concept would catch on across the industry. That moment is now, exemplified through ClubCorp's "Owners' Club" model and other similar programs throughout the resort industry, which create environments where "Every guest wants to be a member!" Referral sales and guest satisfaction are key to marketing these second homes/memberships; high-pressure sales techniques do not work in this arena. This concept is destined to become a major segment of the second home business - some say it will replace 50% of the second home market. We will be featuring this new breed of resorts in upcoming issues of Resort Connections. If you are in the "resort country club" business, we invite you to share your story with us so that we may pass it on to our readers.